MARKETING AND INSTITUTIONAL DEVELOPMENT POLICY

Transcription

1 Page 1 of 10 MARKETING AND INSTITUTIONAL DEVELOPMENT POLICY POLICY NO: 0091

2 Page 2 of 10 TABLE OF CONTENT DEFINITIONS:... 4 AIMS AND OBJECTIVES... 4 MARKETING MANDATE... 4 MARKETING OBJECTIVES... 4 CORPORATE BRANDING (IDENTITY)... 4 Trading Name... 4 College Sites:... 4 Vision:... 5 Mission:... 5 Values:... 5 Logo of the Waterberg TVET College:... 6 Marketing Material:... 9 Marketing Plans, Strategy and Implementation:... 9 Events Management... 9 Processes Research Evaluation... 10

3 Page 3 of 10 AMENDMENT AND APPROVAL RECORD TITLE: MARKETING AND INSTITUTIONAL DEVELOPMENT POLICY Policy Number 0091 Effective Date From date of approval Next Revision Date CURRENTLY UNDER REVIEW Reviewed 2011 Approved 29/06/2011 AMENDMENT ISSUE DESCRIPTION 02 Revision of Marketing and Institutional Development Policy ORIGINATOR APPROVED BY DATE TVET College College Council 29/06/ Change Policy FORMAT to NEW DHET TEMPLATE Replace FET with TVET Replace old logo with new logo Include DHET logo Insert Table of Contents Insert approval signatures Change Next Revision Date to CURRENTLY UNDER REVIEW TVET College As per DHET requirements 25/06/2015 Department: Responsibility: Academic Services/Curriculum Accounting Officer Prepared and submitted by the Accounting Officer to Council Authorised by Council (Signed by Chairperson of Council) Implementation Date: 29/06/2011 Date: 29/06/2011 Date: 29/06/2011

4 Page 4 of DEFINITIONS: 1.1. the College Waterberg TVET College 2. AIMS AND OBJECTIVES - The marketing policy aims to emphasize communication and unity of purpose. - It assists the college to set a clear course for marketing and strategy and lays foundation for continual improvement. - It assists the college to breakdown barriers between itself and stakeholders. - To ensure that the college staff understand and implement our vision and mission. - To market the college 3. MARKETING MANDATE - Research into the labour market to ensure development of partnerships in order to promote quality in programme offering and economic responsiveness. - To provide effective and efficient marketing for the college by establishing information needs through internal and external consultation of stakeholders and the process of organising and directing all college activities which relate to determining the market demand and converting the students to choose Waterberg TVET College as their College of Choice. - Develop the college s annual report 4. MARKETING OBJECTIVES - To consolidate information from research already done on the Labour Market needs - To ensure the creation of a platform to disseminate information about the College - To strengthen corporate branding - To build a positive image of the College - To influence that the curriculum offer and modes of delivery are determined primarily by the requirements of those it seeks to serve - To identify and target appropriately, specific market segments - To undertake effective promotional activities - To help the College achieve its recruitment targets - TO maintain high quality customer care. - To ensure ownership of the college programmes, events by staff and stakeholders. - To ensure that programmes are offered from a customer and labour market s viewpoint 5. CORPORATE BRANDING (IDENTITY) 5.1. Trading Name: Waterberg TVET College 5.2. College Sites: Central Office (36 Hooge Street, Mokopane) (C/O Totuis and Hooge Streets, Mokopane)

5 Page 5 of 10 Business Studies Centre (C/O Leseding- and Technical street, Mahwelereng) IT and Computer Science Centre (Rufus Seakamela Street, Mokopane Multi Purpuse Centre Building, Mahwelereng) Engineering and Skills Training Centre (Zone A, next to Government Building, Lebowakgomo) Hotel School (C/O Totuis and Thabo Mbeki Drive, Mokopane) Hospitality and Tourism Centre, Mokopane (under construction) Rooywal Farm (Sterkrivier) 5.3. Vision: The leader in the provision of quality learning and marketable skills 5.4. Mission: To ensure quality Human Resource development through sound policies To provide adequate, relevant and appropriate infrastructure To provide quality and effective management To ensure accessibility and affordability of programs To provide programs that meets the needs of the place of work To ensure sustainable partnerships 5.5. Values: Honesty Integrity Excellence Accountability Ownership Unity Diversity Respect Waterberg TVET College lives the slogan Together ensuring success. We recognise that our success requires: Honest dealings Excellent services Upholding integrity to build confidence Being accountable for own actions Accepting ownership of one s actions Unity in our work Recognition of richness in diversity Respect for differences of opinions

6 Page 6 of Logo of the Waterberg TVET College: The Waterberg FET College logo was launched in June 2006 after a competition was organised in searched of the new logo in The wording FET was changed to TVET at the launch of the departmental "White Paper on Post-School Education and Training" on 15 January 2014, when the Minister of Higher Education and Training, Blade Nzimande, announced that all FET (Further Education and Training) colleges are to be renamed to TVET (Technical Vocational Education and Training) colleges. From January 2015, the College started re-branding all corporate documentation by replacing FET with TVET Meaning of the logo: Sun: Represents creation and enlightenment towards a better future. People: Symbolize unity, diversity and humanity in the search for academic excellence. The similarity of heads symbolizes equal opportunity and potential to acquire new knowledge. Open book: Represents the flow of water and the quest for abundance on insight. WOW-factor.

7 Page 7 of Colour Scheme of the logo: Meaning of the colours: Gold Energy and wealth Grey Equality and unity in the quest for knowledge Emerald Green Growth and prosperity Deep red Energy and vibrant Dark earth (brown) Heritage and culture Navy blue Intelligence and stability Black Strength, elegance and sophistication Fonts used in the logo:

8 Page 8 of Usage of logo: The College logo is to be used on all college documentation. Guidelines for the usage of the logo: The logo may not be produced on any documentation or promotional material without the approval of the Marketing Department. The colours of the logo must be produced as per colour scheme. (see 4.6.2). The logo may not be pulled out of proportion if reproduced. For example: the sun is round and not an oval. The logo of the College must be used with the ISO 9001:2000 logo on all corporate documentation as set out by ISO guidelines ISO 9001:2008 logo: College motto: The motto of the Waterberg TVET College is: Together ensuring success College website: The College websites should: establish a Corporate Identity and create visibility for the department provide an efficient method of delivering current, factual and official information to the public market the College to external and internal stakeholders Publish information about the College to support strategic goals and meet legislative requirements Public information is to be published on the College website except where the management determines not to publish on the website because of the: high publication costs relative to the benefit of electronic accessibility high publication complexity low suitability for web delivery The marketing department is responsible for website content and must ensure that:

9 Page 9 of information on College s policies, programmes, services and initiatives is regularly updated, accurate and easy to understand there is a mechanism on the College s website for receiving and acknowledging public feedback the services and information resources provided through the website are comparable in quality and functionality to those delivered by other communication channels people appearing in photographs published on the website have given permission for the use of their images Privacy rights and copyright ownership are respected All PDF documents must show the size of the PDF e.g. 700kb, and must open in a new window to ensure the site remains open when the PDF is closed Third-party advertising and references on websites Paid advertising is not allowed on any department s website Organisations sponsoring College activities may only be acknowledged in text on relevant pages Organisations sponsoring College activities may have their logos added to the College website if approved by the management, or designate. Only in exceptional circumstances will approval be granted Social media protocols Any weblog ( blog ) or presence on a social media site e.g. Facebook that identifies the author as an employee of the College, and/or refers to activities and policies of the College, must be sent to the office of the Quality assurance for approval before it is published on the Internet 4.7 Marketing Material: It is the responsibility of the Marketing Department to produce all marketing related material for the college. The Marketing Department should at all times display at meetings, college annual events e.g graduation ceremony, marketing paraphernalia to foster college s goodwill. 4.8 Marketing Plans, Strategy and Implementation: The Marketing Department in consultation with core programmes will be responsible to develop marketing plans, strategy and implementation thereof. 4.9 Events Management

10 Page 10 of 10 All college events will include the participation of the Marketing Department Processes 4.11 Research The Department will own and manage all marketing and customer related services. The design and layout of all college corporate will be the responsible of the Marketing Department. The contents thereof is the responsibility of the respective department. Marketing research reports should be produced and circulated to relevant stakeholders within the college Evaluation The Marketing Department has to evaluate all programs half yearly to ensure that there is return on investment. Measuring tool has to be available at the beginning of every financial year.